Release Your Beast in Levi's 501 Jeans

Levi's is promoting their classic 501 jeans with an "unbutton your beast" e-card marketing gimmick. Visit the Levi's 501 site at unbuttonyourbeast.com and watch the flash as something wiggles around in the buttoned-up jeans. Then the beast is released. You choose the beast that represents what's in your Levi 501 jeans and then can send the cheeky e-card.

Implications - Many people like cheesy campaigns that will make them laugh. Laughter is contagious and people will be sure to send funny things they find on the Internet to their friends. Campaigns that feature something suspenseful (such as the featured Levi's e-cards) gain people's attention because they are curious to find out the secret the brand is withholding from them.